Invision Adds Nielsen Online Ad Ratings

Invision Inc. will work with Nielsen to provide streamlined cross-platform advertising inventory liability management. Using Nielsen Online Campaign Ratings, Invision will offer a solution for the media industry to measure and fulfill TV campaign guarantees via online advertising through Invision’s DealMaker Stewardship product.

Launched in August, Nielsen Online Campaign Ratings combines traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers.

This Internet measurement system is accredited by the Media Rating Council (MRC) and provides GRPs for online advertising campaigns, “enabling for the first time consistent cross-platform reach and frequency metrics,” Invision says.

Invision develops and provides integrated advertising planning and sales solutions across the media industry with systems designed for TV, online video, display, radio and mobile. The company says that customers using Invision’s DealMaker Stewardship product to manage television audience guarantees will be able to “seamlessly transfer liability from television deals” to online campaigns planned and managed through Invision’s DealMaker Digital sales system or through other digital sales systems. 

“Today’s advertisers, agencies and publishers want an accurate and consistent measurement to understand what audiences their campaigns reach across media to deliver improved ROI,” said Steve Hasker, president, media products and advertiser solutions, Nielsen. “This collaboration of Nielsen Online Campaign Ratings with Invision will allow, for the first time, clients to identify the best inventory for audience reach across media to satisfy ad guarantees in an efficient, effective manner.”

“Traditionally, when TV buys fail to reach their audience guarantees this liability has been satisfied with additional TV inventory,” said Lynda Clarizio, CEO of Invision. “Because of growing constraints on that platform and the promise of online advertising, networks have seen a growing opportunity to transfer this liability online. Nielsen Online Campaign Ratings provides a standard GRP across platforms so that online can be measured the same way we measure GRPs on TV, and Invision is the first partner providing a seamless method for processing this liability transfer.”